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The Metaverse In Luxury

Author

Listed:
  • Stéphane Bourliataux-Lajoinie

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - Cnam - Conservatoire National des Arts et Métiers [Cnam])

  • Angy Geerts

    (UMONS - Université de Mons = University of Mons)

  • Batoul Tamim

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - Cnam - Conservatoire National des Arts et Métiers [Cnam])

Abstract

This chapter analyzes the evolution of luxury strategies in the digital age, highlighting the impact of Web 3.0, metaverses, and NFTs on value creation and exclusivity. It demonstrates that luxury houses, long reluctant to embrace digital technologies, are now investing in virtual environments as spaces for innovation, experimentation, and engagement, while striving to preserve their identity and symbolic capital. The distinction between physical and digital luxury underscores a shift from the traditional foundations of luxury—rarity, craftsmanship, and sensory experience—toward artificial scarcity, virtual immersion, and access-based exclusivity. Finally, the chapter highlights the major challenges related to sustainability, ethics, and brand image protection, which condition the legitimacy and sustainability of luxury in digital universes.

Suggested Citation

  • Stéphane Bourliataux-Lajoinie & Angy Geerts & Batoul Tamim, 2023. "The Metaverse In Luxury," Post-Print hal-05682382, HAL.
    • Handle: RePEc:hal:journl:hal-05682382
    as

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